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May 01, 2012

Advertising's a Pitch

AMC's new original series The Pitch offers viewers an intense, gripping, never-before-seen glimpse inside America’s top ad agencies. Each week two agencies compete to win a new client the only way they can: by going head-to-head in a cutthroat, winner-takes-all showdown, a presentation known as The Pitch. With only seven days to prepare, the pressure to perform is intense. The whining, the brainstorming, the blue-sky thinking: it’s all here as the teams work around the clock and pray for the moment of inspiration that will win them the job and keep their companies alive. The drama is real, the stakes are high, and the clock is ticking. From the producers of Project Runway, Undercover Boss. And that's just the press release.

"It's only fair to say that in the two episodes that have aired,

agencies have gotten it wrong, twice."

Last night's episode featured two agencies, SK+G and The Ad Store pitching to WM (Waste Management) as they try to recreate the image for the company that is not just about trash. SK+G is a Las Vegas agency known for their Vegas clients (nearly every major hotel, how does that work?) and looking to break out into things less hospitality and more, in this case, waste. The AD Store is an agency founded by Peter Cappelli, whose client have included JetBlue, GoDaddy, Mike’s Hard Lemonade and Zappos. Advertising is curious profession: creating unique persuasions for people to buy things.

What the Pitch has going for it, is the essential ingredient: drama. The SK+G agency fulfilled that, as it appears to be an agency with TWO creative heads, which just can't help but butting them.

As we are introduced to Peter Cappelli, he seems affable, slightly worn with a rich nicotine-based baritone. As we watch Peter work in his office, one can't help but notice the rather attractive guy at the computer, Steven. As the Ad Store creates its pitch we are witness to the working relationships of the people involved, and then, without a beat, Peter tell us that Steven is his boyfriend of fifteen years. We are immediately taken into their home, where cocktails and a very warm relationship are revealed.

The Ad Store does not get the account. Clients seem to be dazzled by anything that hints at social media, so it could only be that SK+G got the account because they introduced Waste Management to the concept of a QR reader (Quick Response Code: one of those black pattern codes that takes one to a website in a jiffy). In the pilot episode, an obscure rapper was plucked from anonymity, given his 25 seconds of fame and sent home. They also won. It's only fair to say that in the two episodes that have aired, agencies have gotten it wrong, twice.

But, it was nice to meet Peter and Steven, a lovely couple, a talented couple, winners.

3 Comments

The award-winning advertising maverick and founder of The AD Store, is PAUL CAPPELLI. Over the years, Paul has created numerous advertising campaigns that changed our collective consciousness - including Coca-Cola, L'Oreal, Gillette and Pepsi. Plus, he is cool like Fonzie.

The award-winning advertising maverick and founder of The AD Store, is PAUL CAPPELLI. Over the years, he has created numerous advertising campaigns that changed our collective consciousness - including Coca-Cola, L'Oreal, Gillette and Pepsi. Plus, he is cool like Fonzie.